Marketing

1942 Words Apr 9th, 2014 8 Pages
ASB-1104 Introduction to Marketing
Assignment 1
In view of the dynamic nature of the marketing environment, to what extent do you consider consumers to be, in practice, central to marketing activities?

Name: ZHUOMING AN
Student No: 500356688
Tutor: David James

Introduction
What is marketing? The answer is not changeless. There are some different definitions about marketing. The Chartered Institute of Marketing define that "Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably." (CIM). Taking a concern into this definition, it indicates that marketing begins before a product or service is developed. In additional, it also explain that marketing
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But on the other hand, companies still need to do their best to adjust the changing marketing environment in order to survival and grasp every development opportunity to growth and to be stronger. Thus, it is necessary for them to have a comprehensive understanding about the dynamic nature of marketing environment. The main body of this essay divided into four big parts. First of all, is to discuss and analyze the basic concept of the dynamic marketing environment and how does this dynamic environment impact marketing activities. Secondly, is to discuss the relationship between marketing and the consumer, which followed by how does the central role of the consumer impact the formulation of marketing strategies as well as the concept of the marketing mix. Finally, this essay will discuss the relative importance of both the consumers and the marketing environment to marketing activities and if one of them is more important than the other. Furthermore, it is obviously that the conclusion will be given out at the end of this essay.

Main body
1. The nature of marketing environment
-What does it consist of?
“The marketing environment consists of the actors and forces outside marketing that effect marketing management's ability to develop and maintain successful transactions with its target customers.”(Kotler 2009). To be specific, the marketing environment can be divided into the microenvironment and macro environment in terms of the different level of elements

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